It's A New Ad World
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It’s a new ad world.
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Presentation by Larry Asher of four case histories on the new face of marketing from the book he recently co-wrote, Do or Die.
Transcript of It's A New Ad World
It’s a new ad world.
It’s a new ad world.Here’s how to get a job in it.
Today’s lavish prizes
1. Copy of Hey, Whipple!
2. Subscription to CA Magazine
3. $500 voucher for any SVC class
On one side of the card write:
> Your name> Your mailing address> Your email> Yes (for opt in) or No (for get lost)
On the other side:
1. How many Facebook profiles are now in use ±10%?
2. What is Razorfish?
3. In terms of share of time, rank in order Email, Social Networks, Online Games
The answers:
1. 800 million
2. One of world’s largest digital agencies
3. SN 22%, Games 10%, Email 8%Share of Time, A.C. Nielsen, August 2010
My story:
do or die
Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.
1990
2010
What happened?
The web makes information instant
-15
-10
-5
0
5
10
15
20
Online Local TV Network Newspaper Radio Magazines Cable
-13.7-8.9-6-5-3.4-1.5
17.3
Everyone’s turning to the web
Where do you turn for news -- % change 2009-2010
The web is a two-way street
The web is a two-way street
0
22.5
45
67.5
90
Friend SM Review Website TV Ad Radio Ad Banner Ad
33
55
62
7070
90
People trust strangers more than ads
% of U.S. Respondents Reporting Trusting a Source “Completely” or “Somewhat”
What else happened?
What else happened?
You can’t talk to people who aren’t listening.
You can’t convince people who don’t believe you.
You can no longer just “say.”You must “do.”
do or die
Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.
Results:
Social media fans increased by 13 mil.Write the Future video views: 54 mil.
SM buzz scores eclipsed adidas
Is: Young
Male
Gamers
Gadget Lovers
Is: Isn’t:Young Media User
Male
Gamers
Gadget Lovers
Results:
#1 iPhone app in 36 countries
4.3 million downloads
Results:
Sales leads up 81%
Test drive requests up 86%
Sales exceeded projections by 3x
Cost: “About 1/30th the cost of a standard car launch”
Results:
The first successful launch of a car model without any advertising
Results:
26,000,000 social media messagesAverage number of ski-days up
If it’s now all about doing,what should you do?
1. Decide where you want to work
2. Make 100 LinkedIn connections
3. Get deeply involved in digital
TUMBLER DEL.ICIO.US APP STORE
FACEBOOK FLICKR RSS
YELP TWITTERUSTREAM
FOURSQUARE WORDPRESS YOUTUBE
4. Become an expert
5. Learn from people in the business
2012 Summer Creative Boot Camp
5 weeks: June 18 - July 26, 2012Mondays - Thursdays 6:30 p.m. - 9:30 p.m.
2012 Summer Creative Boot Camp
Creative ConceptsCopywriting or DesignPhotoshop or InDesign
HTML/CSSAgency Tours
Nicole Bailey says:
“I felt SVC’s Boot Camp program was extremely
helpful for my career.
I absolutely think this program got me to where I
am today — which is a connections planner for
Cole & Weber.”
Jenny Haight says:
“Boot Camp was the best investment of time and
money I made during 2010.
I’m now working as a project manager for Hey!,
a Seattle ad agency.”
Ashton Steele says:
I think it’s crucial to stress the importance of
pursuing their educations post-graduation. One
popular misconception among students is that
once they graduate, they automatically have all the
tools and knowledge they need to succeed. Then
they they’re surprised when they can't find a job
out of college.
Ashton Steele says:
I think it’s crucial to stress the importance of
pursuing their educations post-graduation. One
popular misconception among students is that
once they graduate, they automatically have all the
tools and knowledge they need to succeed. Then
they they’re surprised when they can't find a job
out of college.
What can I do for you?
Larry [email protected]
LinkedIn: Larry AsherFacebook: School of Visual Concepts
slideshare.net/svcseattle
